Shoppers overwhelmed by overabundance of choice
Research from comparison website Choosi has shone a light on the shopping habits of Australians, finding a whopping 60 per cent are struggling to make decisions in the supermarket aisle due to an overwhelming overabundance of choice.
This analysis paralysis is causing confusion and frustration in shoppers, who find themselves making the wrong purchase simply because it's too hard to decide.
Associate Professor Gary Mortimer, a retail expert at Queensland University of Technology, told News.com.au, “Whether it’s cars, groceries or hotels, if we go back to the 1950s or 60s there were very few brands and very little choice.”
But these choices have rapidly expanded to the point where major supermarket chains Woolworths and Coles have decided to cut popular products in the face of success.
Professor Mortimer adds, “The mindset was, if we give everyone a wide choice, that’s a good thing. But studies have shown when you give consumers infinite choice, selection becomes problematic and cognitive stress increases.”
The Choosi research suggests three in five Australians (61 per cent) believe too much choice makes it harder to choose, and 80 per cent of those surveyed found the sheer abundance of products made them question their value. A third of those surveyed believe in 10 years’ time, the amount of choice will be overwhelming.
Choosi spokeswoman, Katrina Foster, told News.com.au, “While choice can make our day-to-day living simpler, it can also be a hindrance. Aussies want to feel confident that they’re making smart, well-informed decisions and that starts with a thorough understanding of the options.”
What’s your take? Do you think there’s too much choice?
Related links:
Scammers targeting PayPal users
Gmail users warned about latest email scam
ASIC warns seniors about latest email scam